The Impact of Digital Service Quality Toward Customer Engagement: A Case Study of Telemedicine in Thailand

Abstract

Purpose: The aims of this study are to examine the effect of digital service quality on customer engagement with telemedicine systems and to investigate how such effects change depending on a variety of socioeconomic characteristics. Design/methodology/approach: The survey research with online questionnaire was conducted with 405 telemedicine experienced samples. The proposed hypotheses were tested using the Structural Equation Modeling (SEM) method. Findings: The results revealed that digital service quality significantly influences customer engagement. A second-order confirmatory factor analysis of the digital service quality (DSQ) construct revealed that the efficiency dimension best explained DSQ, followed by the responsiveness and interaction dimensions. The study of moderation revealed that the effect of DSQ on CE was greater in younger age groups than in older age groups. In addition, those with a higher level of formal education appear to have higher levels of CE than those with a lesser level of formal education. Research, Practical & Social implications: The study will help practitioners create telemedicine services that are more efficient and effective so that patients are more engaged and loyal to the telemedicine service providers. Originality/value: The value of the study is that it is one of the rare attempts to clarify the consequences of digital service quality from the perspective of the consumer, and it proposes several implications and recommendations.